1989 Black Label, named by our customers

How fans named our brand

Sapporo Draft Black Label
Sapporo Draft Black Label
Sapporo Draft Black Label
Sapporo Draft Black Label

Sapporo Bottled Draft, which had first gone on sale in April of 1977, was well-regarded for its clean, crisp taste. Fans of the beer referred to themselves as of the “Bottled Draft” school of thought. Soon after it went on sale, the black-colored label used in Sapporo Bottled Draft led to it being affectionately called “Black Label” beer by patrons. This colloquial name was formally adopted as the brand name in 1989. In this way, Black Label was actually named by our customers.

Saving the Czech Republic from a hops crisis

The Saaz region of the Czech Republic prides itself on having the best quality of hops worldwide. In 1970, the quality dipped, and yield was also on a decline. The cause: a virus. Sapporo Beer’s cultivation expertise came to the fore to undo this crisis. In 1989, Sapporo experts produced a virus-free seedling; it yielded hops of the same high quality as before, saving the region.

The Hokkaido Brewery is completed

The Sapporo Brewery around 1985
The Sapporo Brewery around 1985
Hokkaido Brewery
Hokkaido Brewery

In 1984, Sapporo Brewery No. 1, located where the company was founded (4 Sanjohigashi, Chuo-ku, Sapporo) was slated for relocation. This was because, given its location in an urban area, the brewery was deteriorating, and it could not be renovated or expanded any further. We acquired a plot of land over 300,000 square meters in size and located in an industrial park in Toiso, Eniwa-shi, and began construction in July of 1987. In June 1989, the Hokkaido Brewery was complete. The hilly plot has a 100,000 square meter garden that enhances the view like a park. The following year, Sapporo-Beer-Teien Station emerged on the JR Chitose Line adjacent to the plant.